Creating a functional and inspiring restaurant menu is a daunting task for any creative agency.
A menu needs to be the perfect companion to the physical space. It needs to give a whisper of what is to come, subtly depicting it’s food items. A menu needs to add value by communicating the true nature of the restaurant and it’s culture and offer you a glimpse behind the scenes.
Even though the waiter will be your physical companion, your menu will be your trusted companion. He is the one you go to to ask those questions and get the info your waiter cannot offer!
I recently visited Lust at Vrede en Lust and fell in love with their menu within seconds. Their menu impressed me so much that I needed to compliment owner-chef Jean Pierre Smith about it. Reaching out and having a chat was so worth-while because I got to leave with a set of their winter menu’s before they launch their new menu in the week of 14 September 2015. Thank you!
Their menu is devoid of the unnecessary (perfectly in line with the delightful, airy and light physical space). It takes you into a true and honest story of this restaurant.
The copy on the cover almost had me in tears, read it here:
Here are 7 reasons why the Lust menu hits the mark:
1. THE HARMONY BETWEEN THE SPACE & THE MENU
The restaurant is tastefully beautiful, but so simple. The subtle black & white typography based design is a perfect fit.
2. IT TELLS A TRUE STORY OF WHAT’S TO COME
The menu introduces you to the heart of Lust within seconds. It talks of local produce and tells you of their famous sourdough bread made from wild yeast culture. They talk about their beautiful wood-fired hearth, the true heart of the Lust kitchen. They talk about their fresh, early breakfasts and drinking wine from a farm dating as far back as 1688. Their words describe family, quality and the love with which they created this space.
3. IT SHOWS THE LUST CULTURE
The descriptions of the kitchen, the wood-fired hearth, it’s people and history makes the reader feel the culture, but more than that, it makes you feel part of the culture.
4. IT’S INFORMATIVE & EXPERTLY LAID OUT
The menu takes you on a perfect journey through the plainly described items. The layout is so perfect, it glides like butter from the warm sourdough breads.
5. THE LANGUAGE IS SIMPLE AND SPEAKS TO THE HUMAN HEART
Even though the food coming from the kitchen doors is magnificent, the words they use to describe them are simple. The descriptions sound like something you understand, something you might’ve heard many years ago in your grandmothers kitchen.
6. IT ADD’S VALUE AND GUIDANCE
The wine suggestions are the perfect companion to not only experience the Lust for food, but the Lust for the Vrede en Lust wines. Pairing is easy for any novice. Pizza, sandwich and black-board lovers get pointed to alternative menu’s.
7. IT’S ELEGANTLY SIMPLE
This menu is so simple, it takes an experienced eye to see how much punch it packs. In food writing it’s so easy to allow designs to overwhelm the heart of a good meal in a beautiful setting.
Well done, Lust! Your menu just took it’s place in our iconic design archive!